Report: Marketers are Using Multiple Digital Channels to Increase Sales

According to new research, marketers are continuing to invest in multiple digital advertising channels, and revenue growth continues to be a top priority.

The “What Advertising Effectiveness Means to Modern Marketers in a Digital World” report from Econsultancy and Research Now recently discovered that marketers distribute their advertising budgets across several different digital channels.

Social was the top channel among both company (25 percent) and agency (24 percent) marketing respondents. This was followed by display (19 percent company, 17 percent agency) and paid search (18 percent company, 16 percent agency).

marketing, email marketing, sales

As marketers utilize a wide range of channels, the majority is seemingly focused on a single objective: increased sales. About 63 percent of company respondents said that their most important objective for advertising is increased sales, and 58 percent of agency respondents said the same.

Sixty-one percent of company respondents said that new customer acquisition was also a top priority, and 48 percent of agency respondents agreed. Other top goals include brand awareness, customer retention, and driving traffic to a website.

B2B Marketing and Revenue Growth

When it comes to driving revenue, B2B marketers find more success utilizing email, organic search, and paid search, according to previous research.

The “2017 State of B2B Digital Marketing” report from DemandWave found that email (63 percent) is the top revenue-driving channel for B2B marketers. This is in addition to organic search (63 percent) and paid search (44 percent).

For B2B marketers, social media (37 percent) is further down the list in terms of revenue-driving channels.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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